In this Issue

Sales in the minerals and supplements segment were up 5.7% from the previous year, while sales for private label were down 0.7%, according to IRI. These shifts resulted in a 6% erosion of market share for private label, from 34.8% to 32.7% for the period. However, private label holds a plurality of the market with a market share of 32.7% and sales of $1.1 billion.

PHEONIX — Boulder Canyon Authentic Foods has introduced three new potato chip flavors cooked in premium, better-for-you oils. Coconut Oil Pineapple Habanero, Olive Oil Sweet Vinegar and Olive Oil Red Chili kettle-cooked potato chips are cooked in 100% natural oils and are seasoned with clean, simple ingredients. All Boulder Canyon snacks feature no cholesterol, no trans fats and no MSG. Additionally, the chips are non-GMO certified, gluten-free, kosher and vegan. The new chips are now available with a suggested retail price of $3.49 per 5.25-oz. bag.

Millennials present challenges to marketers. They use multiple devices, sometimes simultaneously, making them harder to reach than individuals in other demographic groups. They engage with social media to a higher degree than any other demographic group. This audience wants to be heard; social listening, as well as conversational marketing, can provide insights for product functionality and messaging.

ShopRite has avoided the pitfalls many traditional grocery chains have faced by evolving with its consumers, especially in regard to health and beauty care.

How can marketers successfully target and engage millennial customers in the New General Market? For Vogue International’s OGX brand, the secret to catering to the female New General Market consumer is to “remain authentic, foster open conversations with her and create a community she can engage in that provides the opportunity to create the brand she wants are really the linchpin of success,” according to Courtney Connelly, senior brand manager for North America.

Above all else, today’s consumer wants to be listened to. To get new insight into how top companies are uncovering the changing needs, motives and interests of the new consumer, executive director Dan Mack moderated a panel discussion of leading marketers as part of its April 6 New General Market Forum, a one-day leadership event co-hosted by Drug Store News and Mack Elevation.

The specialty channel, including natural grocery and vitamin retailers, has long been a fair prognosticator of what might be coming down the line in the natural health space for mass, food and drug retailers. Those are the channels where many of the early adopters are presumed to shop, though conventional retailers may in fact be capturing their fair share of those consumers today.

Pinterest is not a social network. It’s a future-oriented network, and a valuable one for brands and retailers to use as a gateway to understanding the New General Market, according to Pinterest partner manager Brian Johnson.